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How to Run a Successful Email Marketing Campaign | A Checkpoint Guide

There is nothing you can’t do with email. Literally, the only limit is your imagination. You can nurture leads, send newsletters, drip email, and a lot of other things. Not only this, you can even sell your product or service via email. But, in order to get what you want, you need to learn how to run a successful email marketing campaign. In this article, I am going to share an email marketing campaign template. It will help you create the perfect campaign. Without delaying anymore, let’s delve into the article.

 

5 Checkpoints of the Ideal Email Marketing Campaign

I have carefully curated the 5 steps so you don’t get overwhelmed. These are essential checkpoints and must be done in all of your email campaigns. 

1. Find out your objective

How will I benefit from this campaign? This should be the first and foremost question for yourself. In a nutshell, you should know your end goal. In addition, you also need to find out what action the email receiver should take so you can achieve the desired outcome.

You may like to achieve one of the below-mentioned goals.

  • Promotional offers
  • Brand awareness
  • Website traffic
  • Revenue generation
  • Lead Generation
  • Lead nurturing
  • Feedback and surveys

Once you know your goal, you can march towards it with a tunnel vision mentality. While you’re focusing on the outcome of the current email campaign, you also need to make sure that it aligns with your long-term company goals.

 

2. Know your audience

Every business has different customers and most of them have distinct customer journeys as well. And approaching each one of them with the same marketing strategy will have no effect.

There are plenty of ways of segmenting your customer base. Some of them are:-

  • Based on demographics
      • Age
      • Income
      • Relationship status
      • Education
      • Gender
      • Job type
  • Based on geographics
      • Country
      • State
      • City
      • Town
      • Urbanization – are they living in a city or rural area?
  • Based on psychographic
      • Personality
      • Values
      • Attitude
      • Interest
  • Based on technographic
      • Mobile user
      • Desktop user
      • App usage
      • Software usage
  • Based on behavioral
      • Tendencies
      • Frequent actions
      • Feature use
      • Product use
      • Habits
  • Based on needs
      • Must have products/services
      • Must have upgraded from existing products/services
      • The transition from other platforms
  • Based on CLV (Customer Lifetime Value)

Once customers are segmented, you can deliver personalized messages to them. You can use the above criteria to segment your customers and create email lists accordingly. In addition, you need to make sure that each person on your email list fulfills the desired email marketing campaign goal.

The above two points are the pre-preparation in this guide on How to run a successful email marketing campaign. Follow the remaining 3 steps to get it done perfectly.

 

3. Be concise and clear with your message

Writing a persuasive email copy is art, but it’s also backed by science. In the beginning, the task seems overwhelming, and to be honest, it’s quite hard to pull it off. You need to make an enticing subject line, otherwise, people won’t even open the email. You have to carefully design the email so it looks aesthetically pleasing, but doesn’t jeopardize the message. And finally, the CTA (Call-To-Action) button will determine the return on investment of your campaign.

First of all, never take your subscriber for granted. They have given you access to their inbox and you don’t want to spam it or send unwanted emails.

Let me tell you, there are no shortcuts to writing the perfect email. You have to follow the procedure and see what’s working and what’s not. Although, there are some checkpoints you can go through.

  • Subject Line: Make it interesting and relevant. Don’t be afraid to add click baits, but keep it ethical. An ideal subject line comprises 6 to 10 words. Even a study suggests emails with short subject lines have a better open rate.
  • Preview Text: The preview text is the next important thing after the subject line, especially on mobile devices. The preview text gives context to the recipient of the email. 
  • Personalization: Don’t sound like a white-collar person because it doesn’t help in establishing the relationship. Instead, keep it conversational and describe the actions. Write from the perspective of the first person, i.e. use “I” and “You”.
  • Follow KISS (Keep It Simple, Stupid): The recipient doesn’t care how much you know. So drop the jargon. However, it’s quite difficult to deliver your message using no technical terms. I suggest telling a story about someone; in this way, customers will connect with you more easily.

 

4. Choose the perfect email campaign type

Let me share an incident. I purchased a pair of shoes online, and instead of sending me the confirmation email, they sent me the abandoned cart email. After seeing that email, I got panicked, and why not? They were asking me to complete the purchase and pay again. Fortunately, this was just a minor confusion.

You can choose the appropriate email campaign from the below list.

  • The welcome email
  • The standard promotional email
  • The seasonal email campaign
  • Triggered email based on actions
  • Post-purchase drip
  • The Newsletters
  • The Abandoned Cart series
  • Re-engagement emails
  • Ebooks, podcasts, and webinar emails
  • Festive offer emails

 

5. Follow-ups

Taking customer follow-ups is as important as sending the first email. In my experience, when a real person engages in conversation is best. Whether it’s related to marketing or after-sales service, follow up with your customer manually.

 

Aashna Khanna

I am Aashna Khanna, a customer representative at the OutRight Store. We provide plugins for SuiteCRM and SugarCRM. We also have exposure to other technologies like cloud communication, marketing automation, Google Workspace, etc. Apart from this, we have an automated lead generation tool that can parse data from emails of any format and save them into CRM, Google Sheets, or any other platform of your choice. Our goal is to automate the business workflow as much as possible so the personnel can focus on their valuable tasks.

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